Oliver Maltby Executive Creative Director

ABOUT

Ford has always raced, even before they made cars. Racing since 1901. Ford Racing has a legacy built on over 125 years of motorsport success. If there’s race, regardless of terrain, it’s likely Ford will have been there and won. But over the decades, they made some wrong turns with their top performance brand. ‘Ford Performance’ was its latest iteration, but the brand was struggling to tell the full story.

Ford's performance brand had its challenges: multiple name and identity changes over the years had eroded momentum. Our opportunity was to reconnect the best of Ford with its fans.

In close partnership with General manager, Will Ford, and Global Director, Mark Rushbrooke, our aim was to link competition and production vehicles, on-track and off-road racing (for the very first time). It was time to unify the brand with a name and experience that enthusiasts, customers, and engineers alike could wear with pride, with a clearly defined strategy, and with an identity only they could own.

We reintroduced the name ‘Ford Racing’ and built an instantly recognizable brand. With help from fans and drivers, we defined the strategy of 'America’s Race Team’ and created a kit of original parts including logos, typefaces, and graphic assets to express their unique spirit. Not least, we gave them a new color to ensure everyone, everywhere could spot 'the blue car on the track.' This is Ford Racing reborn.

MADEIT CREDITS

  • Oliver MaltbyClient
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